Hitting it for six! 🏏
Over the moon to see our C’mon Aussie: Revisited campaign for CommBank win B&T’s Women in Media Award for Best Ad Campaign – Championing the Equality Cause. A fantastic result for a campaign that put our incredible Aussie team in the spotlight.
B&T couldn’t be more thrilled to congratulate the winners of this year’s Women in Media Awards.
“It was the virtual celebration to end all virtual celebrations as hundreds of media professionals tuned in to watch 17 incredible industry leaders recognised for their phenomenal achievements in media over the last 12 months.
It’s always an honour to be recognised and awarded for your achievements, but arguably even more so during one of the most difficult and challenging periods humanity has experienced in recent memory. So, a hearty congrats to all our winners and all those shortlisted, too.” – B&T
Background into the campaign
Despite dominating on the world stage for years, the Australian Women’s Cricket Team has not historically entertained crowds that match their ability. But with Australia set to host the ICC Women’s T20 World Cup 2020, CommBank, the Australian team’s major sponsor for over 20 years, set out to help change that.
Employing the services of GHO Sydney, CommBank set out with a bold objective: to raise awareness of its support for women’s cricket, increase brand perception scores, and help fill the MCG for the final on International Women’s Day. They also aimed to set a world record for attendance at a women’s cricket match—needless to say, the final between Australia and India seated a whopping 86,174 people, who watched the hosts take home the trophy.
Not only has this gone down as history’s highest total attendance at a women’s cricket game, it was the highest ever total attendance at a women’s sporting event in Australia, the sixth most-watched cricket event—men’s or women’s—in history, and Foxtel’s number one show in 2020. Extraordinary.
In the lead up, the campaign featured executions across TV, social, radio, and in-ground activations. CommBank also launched an extended version of the song on streaming services, with all proceeds going to the McGrath Foundation.